Dhaka: Micromax Informatics Limited, the 10th largest handset player in the world, on Saturday announced that the company has bagged the title sponsorship rights for the much anticipated T- 20 Asia Cup 2016, which will be held in Bangladesh from 24 February to 6 March.

The company has entered into an agreement with Twenty First Century Media Pvt. Ltd. and the event will be now titled as Micromax T-20 Asia Cup 2016, says a press release obtained by NTV Online.

Asia Cup is one of the World's premier cricketing events which feature the top four cricket teams of the continent (India, Pakistan, Sri Lanka and Bangladesh) battling to secure the title of Champions of Asia.

Star India is the official media rights holder for the Asia Cup tournaments. The tournament will also be fitting pre-cursor to the World T-20, which will be held in March, in India.

Commenting on the association, Mr. Shubhajit Sen, Chief Marketing Officer, Micromax Informatics said, ‘Sport has always been one of the key pillars for the brand Micromax and the fact that cricket is a culture that connects youth beyond boundaries makes it even special. Cricket is a sport that unites millions of people across the world and truly represents the passion of today’s youth. This is the first time that Asia Cup will be played in a T-20 format, and we are sure that the upcoming Asia Cup series will bring more edge-of-the-seat entertainment to the cricket fanatics from across the globe. Micromax is proud to be a part of the Asia Cup 2016 which is one of the most coveted cricket tournaments. This sponsorship reiterates our commitment towards building a brand that echoes the pulse of the youth.’

Announcing the sponsorship Lokesh Sharma, Managing Director, Twenty First Century Media Pvt. Ltd. said, ‘Micromax is a vibrant brand, close to the heart of youth; one which is a good match to the dynamic and vibrant nature of this event. As we come together to present an action packed cricket series of the year, we expect this event to be bigger and grander than ever.’

Commenting on the Micromax becoming title sponsor of the event, Asian Cricket Council (ACC) President Thilanga Sumathipala said, ‘ACC is delighted to have Micromax as Title Sponsor of the event and we look forward to working together to deliver a successful event.” 

The television coverage of the entire Series is being produced and broadcasted by India’s leading sports channel, Star Sports.